Weight Watchers saw all this happening and concluded that people didn’t have faith in diets. The company decided that what it offered was not a diet program but a lifestyle program. It was a behavior-modification program. (For the sake of expediency here, I will call its program a diet because it prescribes amounts of food.) When Deb Benovitz returned from her travels with news of dieting’s new language changes, the company realized that something had to change more than its marketing approach.
Weight Watchers’ chief science officer is Gary Foster, a psychologist — the first in that position, which previously had been held by dietitians. What he and his team realized from Benovitz’s research was that dieters wanted a holistic approach to eating, one that helped really change their bodies, yes, but in a way that was sustainable and positive. He got to work creating a new approach that would become known as Beyond the Scale: He used all available mind-body research to try to figure out a way for members to appreciate benefits of the program besides weight loss. This would help them stay on the program during setbacks and beyond their weight-loss period and allow the program to infiltrate their lives beyond mealtime and beyond plain old eating suggestions.
The company would move away from giving its members goal weights. It expanded its cognitive-behavioral strategies, which taught members to challenge unhelpful thinking and to respond to their emotions with reason, as opposed to with food or despair. It developed workshops that used meditation and qigong and didn’t once mention food or weight. It updated its apps and introduced a social-media program, Connect. It became as holistic-minded as the people told Benovitz they wanted a program to be.
But Weight Watchers was still a company called Weight Watchers, and it had to figure out a way to communicate all of this change to the public. People had too many associations with the brand. It needed someone other than the usual celebrity spokesdieter, a fat famous person who could be paid somewhere between $250,000 and $2 million to do the talk show circuit and People covers for a year. It needed someone who could fast-track the message that it was worth taking a new look at Weight Watchers.